Fix Your Dealership's Service Marketing: Part 2
Pat Horne, Director of Product Planning for Naked Lime, recently contributed an article to Fixed Ops magazine to help dealers improve their service marketing. The bottom line: to provide the best customer experience, you have to first experience your dealership as a customer.
The first installment in the five-part in the series focused on the search process. But once they know you exist, how do you make a connection?
Part 2: Connect With Consumers
If consumers didn’t buy their vehicles from your dealership, they may be hesitant to make a Service appointment without more information. Which of the features listed below do you have on your website to help consumers quickly answer questions and connect with your dealership?
- Contact Form: Consumers may need questions answered before making a service appointment or may want other general information. Having a “Contact Us” or other lead form can help direct questions to your Service BDC or a Service Advisor for handling.
- Service Specials: Consumers often shop the web looking for a good deal, you’ll want to post your Service Specials prominently on your website.
- Amenities and Photos: Before agreeing to make an appointment, consumers may want to know what amenities your Service waiting area offers and what it looks like. Highlight the features you offer (complimentary Wi-Fi, for example) and include photos to showcase the investments your dealership has made to make customers feel comfortable and welcomed.
- Blogs and Social Media: Consumers also may be looking for general repair information. Sharing expert car care tips on your dealership blog and social media accounts can help answer consumers’ questions.
- Customer Testimonials or Reviews: Potential customers also look to the web for recommendations from others, so highlight testimonials from satisfied customers or link to your reviews on third-part review sites such as DealerRater or Yelp.
Takeaways: The information you provide on your website can help customers view your Service Department as a trusted source of information, keep them on your website, and help attract them to your store. Where necessary, work with your website provider to add features that help inform consumers and connect them to your Service team.